APAC advertisers score with lowest global fraud rates: Report

APAC experienced the lowest overall fraud violation rates at 0.8%, compared to North America (1.5%), EMEA (1.6%), and LatAm (1.1%), according to software platform DoubleVerify’s Global Insights Report 2021, which focuses on the current state of advertising media quality and performance on the internet.

Why it matters

Global advertisers are demanding greater clarity and confidence in their digital investments, and brands can turn to the results of this report to optimise digital strategies and maximise the effectiveness of online advertising.

Four findings

• Mobile is king in APAC, with 88% of video impressions delivered through mobile devices, double the rest of the world at 45%.
• App fraud fell from 12% to 3% of total fraud; mobile app video viewability rose 26% for APAC’s 80% video viewability rate.
• Over 60% of APAC video ads are delivered to mobile apps to outperform in AVOC (Audible and visible on complete).
• APAC’s overall AVOC rate at 34% across all environments is 2.5 times higher than the global average of 11%.

Quote

“Brands want evidence of campaign quality and performance to maximise the effectiveness of online advertising. This report reflects the key challenges affecting the ad ecosystem globally – benchmarking the industry at large, while offering in-depth data and analytics to help brands optimise digital strategies” – Mark Zagorski, CEO, DoubleVerify.

Background

The DoubleVerify Global Insights Report 2021 analysed more than one trillion impressions in 80 markets across more than 2,100 brands in regions such as NA, LatAm, EMEA, and APAC. Video and display impressions were measured year-over-year from May 2020 to April 2021 across platforms such as desktop and mobile web, mobile app, and CTV.